Director, Lifecycle Marketing

PURPOSE OF ROLE

Responsible for leading the strategy and execution of our customer engagement programs, leveraging CRM, automation, and data-driven insights to optimize each stage of the customer journey—from awareness and consideration to conversion and re-engagement. Creates personalized, trust-building experiences that drive adoption, retention, and customer lifetime value in a highly regulated financial environment. Collaborates cross-functionally with customer-facing and internal teams to ensure customers receive the right message at the right time, educating them and helping them make informed financial decisions.

EXPECTATIONS

• Develops and executes a data-driven lifecycle marketing strategy to engage and nurture customers through all stages: awareness, consideration, conversion, and re-engagement.

• Owns and optimizes the CRM and marketing automation strategy, ensuring personalized, regulatory-compliant communication via email & SMS.

• Implements customer segmentation and behavioral targeting to improve engagement, product adoption, and retention.

• Partners with Compliance and Legal teams to ensure all marketing communications meet financial regulations and industry standards.

• Designs and optimizes onboarding programs that help new customers understand and effectively use our financial products and services.

• Analyzes customer engagement data, conversion metrics, and churn drivers to refine strategies and improve retention.

• Collaborates with Product, Sales, and Customer Experience teams to drive cross-sell and upsell opportunities.

• Leads A/B testing and experimentation to optimize messaging, incentives, and engagement strategies.

• Stays ahead of financial industry trends and evolving customer behaviors to refine lifecycle marketing approaches.

• Performs other duties as assigned.    

REPORTS TO

 VP, Marketing Acquisition and Operations

DIRECT REPORTS

One or none

Qualifications

QUALIFICATIONS - EDUCATION - REQUIRED

Bachelor's Degree

QUALIFICATIONS - EDUCATION - PREFERRED

Master’s Degree

QUALIFICATIONS - EDUCATION - FIELD(S)/PROFESSION(S)

Marketing or related.

QUALIFICATIONS - EXPERIENCE/SKILLS/COMPETENCIES

• Minimum 7 years of experience in lifecycle marketing, CRM, or retention marketing (in Financial Services, FinTech or other relevant industries).

• Expertise in CRM platforms and marketing automation tools, specifically Salesforce Marketing Cloud.

• Experience with segmentation, personalization, and customer behavior analytics to drive engagement and retention.

• Experience building, executing and scaling cross-functional marketing programs with demonstrated results

• Experience driving actionable information for presentation to business leaders.

• Proficient in A/B testing, KPI tracking, and analytics tools (Excel, Google Analytics, Power BI or others) with a data-driven mindset.

• Excellent project management skills, with the ability to balance multiple initiatives in a fast-paced environment under time-constraints.

• Ability to take initiative, work autonomously, and drive projects forward to completion.

• Excellent verbal/written communication and presentation skills 

• Possess a hybrid of technical and soft skills.

VERSION DATE

2025 02

DRAFTED BY

IS

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Additional Information

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. 

Finance of America is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, sex (including pregnancy), sexual orientation, religion, creed, age, national origin, physical or mental disability, gender identity and/or expression, marital status, veteran status or other characteristics protected by law.

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